In-Game Autolog Feature Challenges Friends and Frenemies to Compete for Top Spot

LOS ANGELES, Nov 01, 2010 (BUSINESS WIRE) — Electronic Arts Inc. (NASDAQ:ERTS) today announced that the multi-million dollar global marketing campaign for Need for Speed(TM) Hot Pursuit will be anchored by an online and broadcast TV advertising campaign starring pop culture icons Kevin Dillon and Jerry Ferrara. The two actors play the roles of parking valets frustrated by their inability to hit the open road in the many exotic performance vehicles that pull up to the five-star hotel where they work. In the fiction of the campaign, these friends/frenemies can only live out their fantasies of reaching 200mph by playing Need for Speed Hot Pursuit and besting each other’s top scores.

Feel the Rush of Besting Your Friends with Criterion’s Groundbreaking ‘Autolog’ Social Network

GUILDFORD, England, Oct 25, 2010 (BUSINESS WIRE) — Criterion Games, a studio of Electronic Arts Inc. (NASDAQ:ERTS) today announced a demo for Need for Speed(TM) Hot Pursuit. This demo will give gamers early access to this holiday’s hottest action racing title. Starting October 26 for a limited time*, players can experience the intensity of friendly competition, using Need for Speed’s revolutionary social network, Autolog. This new in-game technology makes personalized recommendations to gamers based on what their friends have been playing. Autolog is a brilliantly simple feature that challenges each player to set the best race time amongst their friends. Play alone and reign supreme against the game’s AI or invite just one friend to join, and unlock a second track in the demo. Playing with friends or frenemies, players kick off an addictive competitive loop where the compulsion to be the best and earn bragging rights is irresistible.